05/01/2012 02:59 pm ET Updated Dec 06, 2017

Virgin Atlantic Cools Drinks With Richard Branson-Shaped Ice Cubes

It was about time in-flight food and beverage service got shaken up. Guests of Virgin Atlantic's Upper Class section will soon be able to ice their drinks with cubes molded in the likenes of Richard Branson.

The ice cubes, which celebrate Virgin's new in-flight bar, were built to scale, using the exact measurements of the Virgin head's head, reports The Telegraph.

"While Richard would love to be able to sit and enjoy a drink with all of our passengers, his schedule means that it simply isn’t possible," Steve Ridgway, chief executive of Virgin Atlantic told the Daily Mail. "Now he is able to join our guests 'in spirit.'"

Branson is well-known for his antics, dressing as a bride or a female flight attendant, but this latest trick provides further evidence that the company founder's sense of fun is at the heart of the brand.

In fact, Virgin Atlantic is already known as the airline with the hottest flight attendants and, to mark the launch of its new Upper Class cabins, it released a special shade of Upper Class Red lipstick. The airline also has its own line of red shoes.